A flywheel in business refers to a concept that describes the small wins that accumulate over time to create momentum that delivers compounding returns to a business. The flywheel model is based on a concept from Jim Collins’ classic business book “Good to Great” . The flywheel effect happens when small wins for a business build on each other over time and eventually gain so much momentum that growth almost seems to happen by itself – similar to the momentum created by a flywheel on a rowing machine. The flywheel model is best suited for high-volume businesses. The central idea of the flywheel model is that customers are a companys best salespeople. If a company makes its customers happy, they will tell their friends, and if the company makes its product easy to learn about and purchase, those friends will buy it. Then, the new happy customers will tell their friends, and so on. It’s a virtuous cycle that has three major components: attract, engage, and delight. Companies that choose to use the flywheel model over other models have a huge advantage because their customers are helping them grow as well. The flywheel effect occurs in business as a result of very deliberate building and linking together of capabilities to execute against articulated strategic objectives in such a way that a compounding return on effort is introduced, resulting in continued acceleration in business growth.